AJ LeBlanc – 12 Month Dealer Case Study for Video SEO And Video PreRoll

1. 12 Month Case Study
Video Pre-Roll & Video SEO Conquest
Rick Case Honda
AJ LeBlanc, Managing partner
Page: 40

2. Workshop Overview
• Quick Review – Growth of Online Video
• Part 1 – Video Pre-Roll Strategy & Results
• Part 2 – Video SEO Conquest Strategy &
Results
• Questions

3. Growth of online video

4. Google Cross Platform Consumer Study
90% of all media Interactions are screen based
90%
screens
10%
television, tablet, smart
phone, computer
no screens
radio, newspaper, magazine
On average we spend
4.4 hours
of our leisure time in front of screens

5. Media consumption is higher for video
Video
(+1,000%)
1,095 Hours
Print
107 Hours
Sources: 2012 Veronis Suhler Stevenson & U.S. Department of Labor's Bureau of Labor Statistics

6. Growth of online video
90
%
video
Projected percent of all internet traffic by the end of 2014
55%
video
current percent of all internet traffic
Average amount of online video
watched each month by
US consumers…
22 hours
22 hours = 299 videos
84 of 299 unique videos are ads
= 28% ad exposure rate

7. Google Automotive Shopper Study
Usefulness of advertisements seen or heard
How useful were each of the following types of advertisements in helping you decide whether to purchase a car/truck? Please select the one response that best applies to each type of
advertisement. Base: New purchasers that selected ads in MI1 (n=942)
online video ad - 52%
sponsored/paid search engine listing - 49%
newspaper ad - 45%
email ad - 41%
radio ad - 40%
tv ad - 40%
online website ad - 37%
magazine ad - 36%
billboard or outdoor ad - 28%
0%
10%
20%
30%
40%
50%

8. Google Dealer Full Funnel Brand Engagement Study
Auto buyers who would watch Online videos the
next time they buy….
3 4
out of

9. Part 1
12 month Video Pre-Roll Strategy & Results

10. The Goal
To increase website traffic and exposure to
in-market auto buyers

11. Traditional TV vs. Pre-Roll
Traditional TV
Only about 2% are in market

12. The Basic Strategy
Specific targeting
Popular website networks
Focus on CTR
2X
Click Through Rate

13. Behavior DATA segments
TARGETING
Used demographics, psychographics, behavioral segments, and in-market car
buyers.
Examples of targeting included:
in-market for new car by car type
auto enthusiasts
consumers with auto loan < 2 years
currently owns specifics make/model
geographic hot-spots for make/model
competitive conquesting
in-market by budget level

14. In Market but not shopping for a vehicle
online shopping
The Internet
90 days | 396 hours online
news
current events
sports
facebook
finance
fitness
banking
self improvement
comedy
gossip
recipes
health
97.3%
Time Spent Shopping for a Car
30 days
132 hours
online
11 hours
On average we spend 4.4
hours of our leisure time in
front of screens each day
2.7%

15. Behavioral Demographic Targeting
•
•
•
•
•
•
•
Miami market TV pma
30 second direct response click-able video
Played on 100+ popular content sites each month
12 month duration
Men & Women 18yrs+
Auto intenders
Non-skippable ads

16. Plan Summary : Miami
Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT
IMPRESSIONS
Start Date:
End Date:
Elapsed Days:
Days Remaining:
Contracted Imps
Delivered Imps
09/01/2012
8/31/2013
365
0
3,600,000
3,600,000
PLAN METRICS
Broadband Video Universe:
REACH/FREQUENCY
CAMPAIGN OBJECTIVES
Undup. Reach
411,744 total / 34,312 monthly
178,935,896
Avg Frequency
CTR
Completion %
11.0
1.41%
83%
UNDUPLICATED
AVE
REACH
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVERED
FREQUENCY
CTR
TARGET: A18+ MIAMI AUTO INTENDERS
3,600,000
411,744
11.0
1.41%
Plan Total:
3,600,000
411,744
11.0
1.41%
50,761 total clicks
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
4,230 avg clicks per month
$1.42 per click
25%
50%
75%
COMPLETED %
COMPLETES
COMPLETION %
RICK CASE:18+ MIAMI AUTO INT.
91%
84%
79%
75%
2,988,002
83%
Total:
91%
84%
79%
75%
2,988,002
83%

17. Plan Summary : Miami
Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT
IMPRESSIONS
Start Date:
End Date:
Elapsed Days:
Days Remaining:
Contracted Imps
Delivered Imps
09/01/2012
8/31/2013
365
0
3,600,000
3,600,000
PLAN METRICS
Broadband Video Universe:
REACH/FREQUENCY
CAMPAIGN OBJECTIVES
Undup. Reach
411,744 total / 34,312 monthly
178,935,896
Avg Frequency
CTR
Completion %
11.0
1.41%
83%
UNDUPLICATED
AVE
REACH
FREQUENCY
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVERED
Undup. Reach
TARGET: A18+ MIAMI AUTO INTENDERS
Plan Total:
Avg monthly
Freq.
3,600,000
3,600,000
CTR
411,744
11.0
1.41%
411,744
11.0
1.41%
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
50,761 total clicks
4,230 avg clicks per month
$1.42 per click
411,744 total / 34,312 monthly 11.0
25%
50%
75%
COMPLETED %
COMPLETES
COMPLETION %
RICK CASE:18+ MIAMI AUTO INT.
91%
84%
79%
75%
2,988,002
83%
Total:
91%
84%
79%
75%
2,988,002
83%

18. Plan Summary : Miami
Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT
IMPRESSIONS
Start Date:
End Date:
Elapsed Days:
Days Remaining:
Contracted Imps
Delivered Imps
09/01/2012
8/31/2013
365
0
3,600,000
3,600,000
PLAN METRICS
Broadband Video Universe:
REACH/FREQUENCY
CAMPAIGN OBJECTIVES
Undup. Reach
411,744 total / 34,312 monthly
178,935,896
Delivered Imps
Avg Frequency
CTR
Completion %
11.0
1.41%
83%
UNDUPLICATED
AVE
REACH
FREQUENCY
CTR
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVERED
3,600,000
TARGET: A18+ MIAMI AUTO INTENDERS
3,600,000
411,744
11.0
1.41%
Plan Total:
3,600,000
411,744
11.0
1.41%
50,761 total clicks
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
4,230 avg clicks per month
$1.42 per click
25%
50%
75%
COMPLETED %
COMPLETES
COMPLETION %
RICK CASE:18+ MIAMI AUTO INT.
91%
84%
79%
75%
2,988,002
83%
Total:
91%
84%
79%
75%
2,988,002
83%

19. Plan Summary : Miami
Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT
IMPRESSIONS
Start Date:
End Date:
Elapsed Days:
Days Remaining:
Contracted Imps
Delivered Imps
09/01/2012
8/31/2013
365
0
3,600,000
3,600,000
PLAN METRICS
Broadband Video Universe:
REACH/FREQUENCY
CAMPAIGN OBJECTIVES
Undup. Reach
411,744 total / 34,312 monthly
178,935,896
Avg Frequency
CTR
Completion %
11.0
1.41%
83%
UNDUPLICATED
AVE
REACH
FREQUENCY
CTR
411,744
11.0
1.41%
411,744
11.0
1.41%
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVERED
TARGET: A18+ MIAMI AUTO INTENDERS
3,600,000
Plan Total:
3,600,000
CTR
50,761 total clicks
CAMPAIGN QUARTILEY ANALYSIS
1.41%
TOTAL CLICKS:
4,230 avg clicks per month
$1.42 per click
25%
50%
75%
COMPLETED %
COMPLETES
COMPLETION %
RICK CASE:18+ MIAMI AUTO INT.
91%
84%
79%
75%
2,988,002
83%
Total:
91%
84%
79%
75%
2,988,002
83%

20. Plan Summary : Miami
Rick Case Honda: 9/01/2012 – 8/31/2013
FLIGHT
IMPRESSIONS
Start Date:
End Date:
Elapsed Days:
Days Remaining:
Contracted Imps
09/01/2012
8/31/2013
365
0
3,600,000
PLAN METRICS
Undup. Reach
411,744 total / 34,312 monthly
12 months total = 50,761 clicks
3,600,000
Broadband Video Universe:
Final results:
REACH/FREQUENCY
Delivered Imps
178,935,896
Avg monthly total = 4,231 clicks
CAMPAIGN OBJECTIVES
Avg Frequency
CTR
Completion %
11.0
1.41%
83%
Effective CPC = $1.42 per click
CAMPAIGN DELIVERY ANALYSIS
IMPS DELIVERED
UNDUPLICATED
AVE
REACH
FREQUENCY
CTR
TARGET: A18+ MIAMI AUTO INTENDERS
3,600,000
411,744
11.0
1.41%
Plan Total:
3,600,000
411,744
11.0
1.41%
50,761 total clicks
CAMPAIGN QUARTILEY ANALYSIS
TOTAL CLICKS:
4,230 avg clicks per month
$1.42 per click
25%
50%
75%
COMPLETED %
COMPLETES
COMPLETION %
RICK CASE:18+ MIAMI AUTO INT.
91%
84%
79%
75%
2,988,002
83%
Total:
91%
84%
79%
75%
2,988,002
83%

21. Part 2
12 month Video SEO Conquest Strategy & Results

22. The Goals
•
•
•
To increase local market share over Toyota
To increase local buyers awareness of the
advantages of Honda vs. Toyota products
To increase local buyers awareness of the Rick
Case Honda value proposition

23. Why go after Toyota?
Google Constant Consideration Brand Case Study

24. Average local monthly miami searches:
8,100
9,900
18,000

25. Informational videos
Informational videos were created highlighting specific Honda model feature
Advantages over similar same class Toyota models, uploaded to popular video
sites, and were keyword tagged for consumer comparison searches.

26. Videos indexed for local Toyota buyer search phrases
Toyota
PPC Ads
Rick Case Honda
Video
**Top organic listings**
3rd party
Website listing
Lehman Toyota
Website listing
Kendall Toyota
Website listing
Toyota
PPC Ads

27. Brand conquest – Google Case Study / Rick Case
Honda
before
9
after
62
Toyota trades
monthly
Toyota trades
monthly
September 2011
To
August 2012
September 2012
To
August 2013
688%
monthly increase

28. You Have Questions? We Have Answers?